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OllieSmile

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Days running

150 days

Funnel score

73/100

Page speed

44/100

The ad

Have you ever heard of hydroxyapatite? Hydroxyapatite is the essential ingredient that makes up the human bone, including our teeth. It is known for its ability to protect the enamel covering our teeth, rebuild decayed enamel, and prevent demineralization. When most people think of toothpaste, they think of fluoride as being a critical ingredient. That it needs to be included in their dental routine to maintain healthy teeth. After all, fluoride has been scientifically proven to help teeth become stronger in resisting bacteria and fighting tooth decay. Plus, it helps balance the levels of mineralization in our mouth. This to ensure that your tooth’s enamel does not fall prey to dental caries (cavities). However, what most individuals do not know about hydroxyapatite is that it is the hardest substance in our body. It has a significant ability to improve dental hygiene. Much like fluoride, hydroxyapatite can help restore demineralized enamel effectively. And it is a natural alternative to fluoride which is fortified into toothpaste. While hydroxyapatite is still a relatively untapped market in the United States, the Japanese have been relying on it to prevent cavities for the last 30 years and it is the gold standard ingredient for toothpastes in Japan. Nasa pioneered the use of Hydroxyapatite in the 70’s to help replace mineral loss when astronauts were in outer space. A Japanese company later acquired patents from NASA for use in the dental field. My favorite toothpaste with hydroxyapatite is Ollie Clean Mint Toothpaste. It has a 10% Hydroxyapatite formula, potassium nitrate (for sensitivity) and no fluoride. this is actually the only toothpaste I have found that has a true 10% hydroxyapatite formula! So if you are ready to upgrade your oral health, give Ollie a try. 🦷 ✨ Strengthen your enamel and oral health ✨ Non-sensitive formula ✨ All natural ingredients ✨ Dentist-Approved Toothpaste

Fluoride Free Cavity Protection 🦷

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Angle: Educational superiority - positioning hydroxyapatite as a scientifically-proven, natural alternative to fluoride with historical credibility (NASA, 30-year Japanese track record)Hook: Curiosity question + knowledge gap (asking if they've heard of hydroxyapatite, then revealing what they don't know)Format: Educational carousel or single image with text-heavy overlay

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The funnel behind it

Offer: The Toothpaste That Repairs Your Smile—Naturally. Premium toothpaste with 10% nano-hydroxyapatite instead of fluoride. Protects teeth, reduces sensitivity, whitens naturally. 50,000+ Happy Smiles. 5.0 stars (312 reviews). Save up to 25%.

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73/ 100

Funnel score

8-point CRO breakdown

How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.

Ollie's landing page effectively converts the ad's core message into a comprehensive product showcase. The page excels at social proof (reviews, ratings, customer testimonials), trust-building (certifications, heritage claims, ingredient transparency), and message alignment. The offer is clear and benefits are well-articulated across multiple sections ('Why Ollie Is Better,' '5 Reasons to Love,' feature breakdowns). However, the page is significantly hampered by poor PageSpeed performance (44/100), which will negatively impact mobile conversions and SEO. The popup discount offer (10% off) is a good conversion tactic but appears mid-page. CTAs are present but could be more prominent/urgent. Overall, this is a well-designed page with strong messaging and social proof, but technical performance is a critical weakness that needs immediate attention.

What this funnel does right. Steal these.

Trust signals: Strong trust signals: dentist-approved badge, 30 years of use in Japan, NASA heritage, clinical studies mentioned, 5-star reviews with customer photos, verified buyer badges, clean formula (11 ingredients, no artificial additives). Company transparency is good.
Mobile experience: Mobile layout appears responsive and well-organized. Text is readable, CTAs are tappable, images scale appropriately. Popup modal is mobile-friendly. No obvious mobile usability issues detected in the screenshots.
Social proof: Strong social proof elements: 5.0 star rating (312 reviews), '50,000+ Happy Smiles' claim, customer testimonials with photos, verified buyer badges. Multiple positive reviews visible. However, review count (312) is modest for conversion optimization.
Message match: Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, natural ingredients, dentist-approved—all prominently featured on page. Product benefits match ad claims. Minor: ad mentions NASA/Japan heritage which page emphasizes more deeply.
Offer clarity: Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Pricing mention ('Save up to 25%') adds clarity but discount terms not fully visible.
Call to action: Multiple 'Shop Now' CTAs present (teal buttons, high contrast). Clear and action-oriented. However, CTAs could be more prominent/urgent. The popup offer ('10% off first order') provides additional incentive but appears mid-page rather than at top.
Headline: Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad copy. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle or Japanese/NASA heritage that differentiates the product.

Where it's weak

Page speed: PageSpeed score of 44 is poor. This significantly impacts user experience, bounce rate, and conversion potential. Page likely has performance issues (image optimization, code bloat, third-party scripts) that need addressing for mobile users especially.

Full breakdown

Call to action7/10

Multiple 'Shop Now' CTAs present (teal buttons, high contrast). Clear and action-oriented. However, CTAs could be more prominent/urgent. The popup offer ('10% off first order') provides additional incentive but appears mid-page rather than at top.

Page speed4/10

PageSpeed score of 44 is poor. This significantly impacts user experience, bounce rate, and conversion potential. Page likely has performance issues (image optimization, code bloat, third-party scripts) that need addressing for mobile users especially.

Trust signals8/10

Strong trust signals: dentist-approved badge, 30 years of use in Japan, NASA heritage, clinical studies mentioned, 5-star reviews with customer photos, verified buyer badges, clean formula (11 ingredients, no artificial additives). Company transparency is good.

Mobile experience8/10

Mobile layout appears responsive and well-organized. Text is readable, CTAs are tappable, images scale appropriately. Popup modal is mobile-friendly. No obvious mobile usability issues detected in the screenshots.

Headline7/10

Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad copy. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle or Japanese/NASA heritage that differentiates the product.

Social proof8/10

Strong social proof elements: 5.0 star rating (312 reviews), '50,000+ Happy Smiles' claim, customer testimonials with photos, verified buyer badges. Multiple positive reviews visible. However, review count (312) is modest for conversion optimization.

Message match8/10

Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, natural ingredients, dentist-approved—all prominently featured on page. Product benefits match ad claims. Minor: ad mentions NASA/Japan heritage which page emphasizes more deeply.

Offer clarity8/10

Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Pricing mention ('Save up to 25%') adds clarity but discount terms not fully visible.